Luxury Brand Analyst Launchmetrics Buys Competitor DMR

In the US, fashion, luxury and beauty (FLB) brand performance measurement specialist Launchmetrics has acquired its main competitor, luxury market media monitoring and analysis firm DMR. Terms of the deal have not been disclosed.

Headquartered in Milan, DMR offers an understanding of the media landscape, influencers, brands and their communication and PR activities, with a specific focus on the luxury and lifestyle markets. Teams provide quant and qual data and analysis of brands, competitors, product categories and specific subjects, and track the space and value of editorials and advertising from the reader's point of view. In addition, the company tracks web site content and measures the effects of digital PR activities, as well as posts on social media platforms.

Following the acquisition, Launchmeterics becomes an SaaS provider for more than 1,200 FLB brands, and the combined business will have more than 400 employees, across ten offices worldwide. DRM founder Enzo di Sarli (pictured) will stay on as a consultant, alongside former DMR CEO Marco Levi. Commenting on the news, di Sarli said: 'Launchmetrics has been a longstanding competitor of DMR, the conversation has been a natural evolution over the years and my main goal, thanks to this decision, is to ensure my legacy, over the next years - both to DMR clients and to DMR worldwide staff, who have been by my side throughout this exciting journey'.

Launchmetrics CEO Michael Jais adds: 'We've been working hard to create the industry's most powerful solution to optimize and measure brand performance - thanks to DMR's added value, our momentum is propelled. I am proud to say that we're an undisputed player in our category but we're also one step closer to reaching our greater business objectives: hitting over $100m in ARR (annual recurring revenue) by 2025'.

Web sites: www.launchmetrics.com and www.dmr.st .